You can change it temporarily by doing something like this…
Code:
ifconfig eth0 down; ifconfig eth0 hw ether 00:1b:de:ad:be:ef; ifconfig eth0 up
…where 00:1b:de:ad:be:ef is the MAC address you want to use. You'll need to delete your PC's arp table entry for your router (doing something like "arp -d 192.168.0.1") because, obviously, that'll be wrong after you've typed those commands on the router.
The three commands do have to be typed on the same line - don't try doing "ifconfig eth0 down" on its own, because then your telnet connection will freeze and you won't be able to type the remaining two commands!
As for making the change permanent, that's not so easy. It's possible to do this if you have a connection to the router's console port. You can break into the router's boot sequence and use the CFE console access to change the MAC address permanently. I'll have a look and see if there's an easier way to do this.