In the output for a one-way frequency table, the variable's label, if one is specified, is centered at the top of the table. If you want to use the variable's label instead of the name, then use PROC TEMPLATE to edit the HEADER= value as shown in the example code below. For a similar modification to crosstabulation output, see SAS Note 48277.

proc template;                                                          
   edit Base.Freq.OneWayList ;             
      edit h1; 
    /* set text to BLANK instead of VARLABEL */ 
         text " ";                                                      
      end; 

edit FVariable;                                                       
       just=varjust;
       style=rowheader;
       id;
       generic;
       header=varlabel;
      end;
   end;                                    
run;

title;
ods listing;
proc freq data=sashelp.class;
label age='this is a label';
tables age;
run;

/* delete the customized table if desired */
proc template;
delete base.freq.onewaylist;
run;

See also the full SAS Notes and Concepts for ODS.