The sense in which "pullback" is being used here is the same sense it's being used in this Wikipedia article; that is, it's being used to refer to the process of "pulling back" a morphism $A \to \text{End}(R)$ (an $A$-module) along the morphism $k \to A$ to get a morphism $k \to \text{End}(R)$ (a $k$-module) by precomposition. This is different from the categorical pullback. I don't know why they're named the same.
**Edit:** Okay, so now I _do_ know why they're named the same. To be brief, I think the historical motivation is that the pullback of vector bundles can be defined in both ways; see, for example, this blog post by Akhil Mathew.