Fixed #22812 - Reformat and restructure lookup API documentation

Ticket [#22812](https://code.djangoproject.com/ticket/22812)

The commits are separated to facilitate reviewing: all text related can be reviewed on commit 12acee0 and 41a4494. The middle commit is just renaming with cascade to other docs.

- 12acee0 adds the references for `RegisterLookupMixin` and correctly formats attributes and methods of class `Transform` and `Lookup`, also improving some text (not worrying about 80 lines wrap and such).

- 41a4494 focus on improving the ref/models/lookups.

For now, I would like to ask for a general feedback on the structure and format, in particular to @akaariai: there may be things that are not correct.

There maybe parts of refs/models/query.txt that could be here, but I will bring that discussion to the ticket.

Once we have a structure defined, I will start working out 80 chars wrapping, fixing documentation warnings, etc to make it RFC :-)
I agree... this is because Query Expression API is monkey patch. There is a relevant [recent discussion](https://groups.google.com/d/msg/django-developers/HggiPzwkono/yXJqfuHEs6sJ) on using monkey patches as API hooks. If we want to add a ticket, I guess it should be on the API since the docs are just a map of what the API is.