The MIME type is sent in the IPP attribute `document-format`, which you can specify with the `-o` option:
lpr -o document-format=text/plain ...
Note that if you try a document format that your CUPS server doesn't support, you'll get an error:
$ lpr -o document-format=image/svg+xml drawing.svg
lpr: Unsupported document-format "image/svg+xml".
That error is actually coming back from the server.