A tail call certainly can't use a CALL instruction, because it would set the wrong return address. But that doesn't mean it's not a call; architectures without CALL/RETURN instructions exist, but you can still call into functions and return from them, the compiler just has to do different work.
In a callee cleanup convention, a tail caller could adjust the stack and jump to an unaware tail callee. The original caller and the tail callee would be none the wiser. I don't know enough to really evaluate calling conventions against each other, but it's pretty clear that caller cleanup makes tail call optimization more intrusive.