ok - there is a manual invocation - $.fancybox(); notice that it's called from the jQuery class directly, not the resultant object of a selector collection.
that said, the code you provided is missing some info. i looked at the original link you posted, and there is no element with the id of bookconsultation. there is one for bookconsultationfooter, though. anyway, that element would have an href attribute that would determine the source of the iframe. you need that url. once you have it, you should be able to use this javascript function (which is tailored to the information you do have):
$.fancybox({
'width' : 557,
'height' : 564,
'autoScale' : false,
'transitionIn' : 'fade',
'transitionOut' : 'fade',
'type' : 'iframe'
'href' : '
http://www.experts-exchange.com',
'title' : 'whatever title you want'
});
i just ran a test using the attached snippet and it works.