dev: Add proto tools/proto_format/proto_format.sh in make {fix,check}

Description

After envoy 1.24.x upgrade, make fix is no longer running proto format.

vagrant@ubuntu-jammy:~/proxy$ make fix
BUILDING on amd64 for amd64 using //bazel:linux_x86_64
Using Docker Buildx builder "default" with build flags "".
tools/install_bazel.sh `cat .bazelversion`
Checking if Bazel 6.0.0 needs to be installed...
Bazel 6.0.0 already installed, skipping fetch.
bazel  build --platforms=//bazel:linux_x86_64 --config=release //:check_format.py
INFO: Build options --compilation_mode, --crosstool_top, --define, and 3 more have changed, discarding analysis cache.
INFO: Analyzed target //:check_format.py (118 packages loaded, 359 targets configured).
INFO: Found 1 target...
Target //:check_format.py up-to-date:
  bazel-bin/check_format.py
INFO: Elapsed time: 0.944s, Critical Path: 0.02s
INFO: 6 processes: 6 internal.
INFO: Build completed successfully, 6 total actions
CLANG_FORMAT=clang-format-15 BUILDIFIER=~/go/bin/buildifier BUILDOZER=~/go/bin/buildozer ./bazel-bin/check_format.py --skip_envoy_build_rule_check --add-excluded-prefixes "./linux/" "./proxylib/" --bazel_tools_check_excluded_paths="." --build_fixer_check_excluded_paths="./" fix
Please note: `tools/code_format/check_format.py` no longer checks API `.proto` files, please use `tools/proto_format/proto_format.sh` if you are making changes to the API files

Start by tracing the make fix and make check targets and reading tools/code_format/check_format.py, then determine how tools/proto_format/proto_format.sh should be invoked for API .proto files. Done means both targets run the proto formatter or checker as appropriate, without losing the existing formatting checks.