The scheme is bassically to check how infinitesimal rotations work. Let me work with rotations around the z-axis, without loss of generality.
Step 1. The rotation around OZ in $\mathbb{R}^3$ is well known:
$$ \left( \begin{array}{ccc}
\cos(\theta) & -\sin(\theta) & 0 \\
\sin(\theta) & \cos(\theta) & 0 \\
0 & 0 & 1 \end{array} \right)$$
If we rotate about an infinitesimal angle, we can say (Taylor to 1st term):
$$ R_z(\varepsilon)\simeq \left( \begin{array}{ccc}
1 & -\varepsilon & 0 \\
\varepsilon & 1 & 0 \\
0 & 0 & 1 \end{array} \right)$$
Which can be expressed as
$$ R_z(\varepsilon)=\mathbb{I}-i\varepsilon G_z; \qquad \text{ with } G_z=\left( \begin{array}{ccc}
0 & -i & 0 \\
i & 0 & 0 \\
0 & 0 & 1 \end{array} \right) $$
In the same way, you can build $G_x$ and $G_y$, and you see they commute like the angular momentum:
$[G_x, G_y]=iG_z $ + cyclic permutations.
Note that rotation matrices are orthogonal, while $G$'s are Hermitian.
Step 2.
Rotations about the same axis commute (not being true for different axis). Plus, additivity holds this way:
$$R_z (\theta+\alpha)=R_z (\theta)R_z (\alpha)$$
In particular, for an infinitesimal rotation,
$$R_z (\theta+\varepsilon)=R_z (\theta)R_z(\epsilon)=R_z(\theta)\cdot(\mathbb{I}-i\varepsilon G_z )$$
Solving the parenthesis...
$$R_z (\theta+\varepsilon)=R_z(\theta)-i\varepsilon G_z R_z(\theta)$$
$$R_z (\theta+\varepsilon)-R_z(\theta)=i\varepsilon G_z R_z(\theta)$$
$$\dfrac{R_z (\theta+\varepsilon)-R_z(\theta)}{\varepsilon}=-iG_z R_z(\theta)$$
And if you take the limit $\varepsilon\rightarrow 0$,
$$ \frac{d}{d\theta} R_z(\theta)=-iG_z R_z(\theta)$$
Whose solution is the exponential:
$$R_z(\theta)=e^{-i\theta G_z}$$
In particular, you can solve this series using that $G^{even}=\mathbb{I}_2$, and $G_z^{odd}=G_z$
Thus the series can be written as $\cos(\theta) \mathbb{I}_2 + \sin(\theta) G_z$, which is actually $R_z(\theta)$.
That's why $G_z$ is the infinitesimal generator of rotations around z-axis. Its exponential gives the finite rotation.
step 3
So this is in $\mathbb{R}^3$. What about the Hilbert space?
The key is that a rotation must keep everything invariant if you are rotating everything at the same time. So
$$\varphi'(\vec{x}_f)=\varphi(\vec{x}_0)$$
In other words, "The new wavefunction in the new point, must have the same value as the "old function" in the previous point." That is, "after the rotation, everything has the same value as the old function in the point before rotation".
We can write $\varphi'(\vec{x})=\varphi(R^{-1} \vec{x})$.
And what's that?
$$ R^{-1}(\varepsilon)\cdot\vec{x}=\left( \begin{array}{ccc}
1 & -\varepsilon & 0 \\
\varepsilon & 1 & 0 \\
0 & 0 & 1 \end{array} \right) \left( \begin{array}{c} x \\ y \\ z \end{array} \right) = \left( \begin{array}{c} x+\varepsilon y \\ y-\varepsilon x \\ z \end{array} \right) $$
So $\varphi'(\vec{x})=\varphi(x+\varepsilon y, y-\varepsilon x, z)$.
Since $\varepsilon$ is meant to be very small, a Taylor development gives:
$$ \simeq \varphi(x,y,z) + \frac{\partial \varphi}{\partial x} \cdot(\varepsilon y ) + \frac{\partial \varphi}{\partial y} \cdot(-\varepsilon x ) $$
And this is
$$ \simeq \varphi(x,y,z) -i \varepsilon \left(y \frac{\partial \varphi}{\partial x} - x\frac{\partial \varphi}{\partial y} \right) = \left (\mathbb{I}-i\varepsilon \frac{L_z}{\hbar} \right )$$
So we get exactly the same form as infinitesimal generators in $\mathbb{R^3}$. The equation has the same form, and hence the same solution.
Conclusion: $L_z$ is the infinitesimal generator of rotations in Hilbert space. When an infinitesimal rotation is performed in the ordinary space, the wavefunction changes in the same way but instead using $L_z / \hbar$.
Replace $L_z$ by $\mathbf{L} = L_x n_x + L_y n_y + L_z n_z$ to get any general rotation about any axis.